Get FinancingCross-Promote Your Trucks & Trailers With One Listing In Multiple Markets
One of the greatest advantages of advertising with Sandhills Global is that you only need to enter inventory once to open up cross-marketing possibilities on multiple sales platforms simultaneously. For example, many kinds of trucks and trailers listed with Truck Paper have overlapping uses in construction, agriculture, and forestry, unlocking the potential for crossover coverage in Machinery Trader, TractorHouse, and ForestryTrader.
Likewise, specialized transportation sites such as MDTrader.com and UtilityTrailersToday.com give medium-duty trucks and smaller trailers more attention from buyers in specific markets. And if Sandhills hosts your company website, your site can reflect all your inventory listings as well.
For sellers, the key is to take advantage of all available options to put your truck and trailer listings in front of buyers, wherever they’re looking.
Automatic Cross-Listing
By default, Sandhills automatically duplicates online asset listings to other relevant trade sites, such as dump trucks on both TruckPaper.com and MachineryTrader.com. U.S. truck listings are also replicated on MarketBook sites in Canada, Mexico, and other countries. Also, trucks and trailers coming up for sale on AuctionTime and Equipmentfacts auctions appear near or at the top of the listings on applicable sites to boost awareness for these time-sensitive items.
You can find categories with cross-platform appeal by tapping or clicking their category icons, drop-down menus, or links on the homepage. For example, if you list a horse trailer in Truck Paper magazine, its featured listing on TruckPaper.com simultaneously cross-posts on the specialty platform UtilityTrailersToday.com, which has a Horse Trailers category icon on its homepage. Your horse trailer will also show up under Additional Categories on the farm equipment site TractorHouse.com and the horse trader platform EquineMarket.com.
Active Advertising On Multiple Core Platforms
For additional visibility, truck and trailer sellers can take a more active role by running ads in other Sandhills publications, such as Machinery Trader for cement mixer trucks and TractorHouse for grain trucks. Advertising in print secures featured listings on the platforms’ corresponding websites and apps.
Some types of trucks and trailers are staples in more than one industry, which unlocks cross-advertising opportunities. For instance, ubiquitous day cab trucks are often used to haul farmers’ grain trailers and livestock trailers, so TractorHouse magazine has a Trucks & Trailers section where truck dealers can place ads.
In many cases, you can buy print ads in multiple editions that cover geographical regions you want to target. However, not every Sandhills magazine accepts every type of crossover item, so check with your Sandhills representative before listing.
Niche Truck & Trailer Brands
Sandhills also offers several specialty platforms that emerged from its core brands, including Truck Paper’s aforementioned MDTrader.com for medium-duty and other work trucks and UtilityTrailersToday.com for lighter-duty trailers. These sites and their apps give buyers a more focused shopping experience with categories that are more specific to each industry.
Assets on these specialized equipment platforms also appear on their parent site, and vice versa. For example, a dump truck on MDTrader.com will also be cross-listed on TruckPaper.com for added exposure. If the seller listed the dump truck in a Truck Paper print ad, its online listing would be mirrored on MDTrader.com.
Also, assets that span multiple niche markets appear on all relevant sites. For example, a dump truck listing would also appear on MachineryTrader.com. Forestry bucket trucks on MDTrader.com also appear on ForestryTrader.com and TreeTrader.com, in addition to TruckPaper.com.
Selling Through Niche Platforms
Other ad opportunities in specialty market publications include ForestryTrader for grapple trucks, CraneTrader for mounted boom truck cranes, NeedTurfEquipment for landscaping trailers, and Tree & Landscape Equipment Trader for chipper trucks. Each ad includes a featured listing on the corresponding site and app, plus all appropriate truck-related sites.
Editorial Ads
One of the best aspects of these niche publications is editorial ads. Not only do these large-format print ads make room for a big photo and specs list, they also come with a bordered, premium listing online. Premium listings rank highest in their categories, and they improve your assets’ online ranking on each applicable Sandhills site. (In the case of MDTrader.com, you can directly buy online-only premium featured listings without a print ad.)
For online ranking, your best print ad determines where your listing appears. For instance, you can raise the rank of your horse trailer everywhere it appears online by adding an editorial ad in LivestockMarket / EquineMarket magazine. This upgrades your featured listing to a premium listing at the very top.
Go Digital
Sandhills also offers digital marketing options such as banner ads and email blasts. To learn more about digital ad opportunities, contact your Sandhills representative.
A version of this article first appeared in Sandhills Magazine. You can find current and back issues in the Sandhills Magazine Archive.